“Case Studies” features stories and industry analyses designed to inform and empower our users. This section examines the issues that matter most and provides the fresh perspectives sorely lacking in today’s industry.
September 12, 2008
As media channels fragment, so do the architects of the campaigns designed to utilize those channels. Where once companies allowed a lone agency to develop and execute a campaign across …
September 25, 2008
If you’re like most direct marketers, you think your job is to find prospects and turn them into sales leads. But if you’re aiming your messages exclusively at buyers, you’re missing an opportunity to impact …
September 4, 2008
In my first book, Life After the 30-Second Spot, I spoke about one of the major flaws of television advertising — specifically brand- (or is it bland?) awareness advertising. I …
June 12, 2008
It’s no secret that big companies often don’t do well when making overtures to small businesses. In many instances, their outreach efforts fail not because big businesses don’t have anything worthwhile to offer but because major marketers aren’t very good …
June 12, 2008
When consumer products manufacturer Combe Inc. wanted to stimulate trial of its Just For Men hair color product, the White Plains, N.Y., company sought a cost-efficient way to deploy a free sample offer to …
April 24, 2008
“How do we continue to work on sustainability from the heart?”- Greg Owsley
“Nobody’s hired us saying, ‘You’re the green designer, that’s why we want you.’”- Edith Graves
In the months since Deliver® published its first green …
